Topshop Catwalk Show Hits Facebook Instead of a Runway

Topshop Catwalk Show Hits Facebook Instead of a Runway
Design & Architecture

The Unique SS15 collection is showcased in a 'social fashion show,' and can be bought right away

Tiffany Nesbit
  • 11 september 2014

The usage of social media during London Fashion Week seems to be an emerging trend. Yesterday, PSFK told you about Hunter’s plan to offer video highlights of their catwalk instantaneously to Twitter users, and today there’s news of Topshop debuting their new collection via alternate social media giants Facebook and Instagram.

TopShop garments will rip the London runway Sunday, September 14th, at 2pm, but select items from the Unique SS15 collection will only be revealed on Facebook immediately afterward; these items will not be the same ones featured in the show. In addition, instead of waiting weeks or months to actually purchase the items, Topshop will offer a click-to-buy feature. Oxford Circus store will be selling six items from the collection immediately following the show, and items purchase off the Topshop website will be delivered in just a few days.

Instagram users will also play a big part in the production. Five Instagrammers have been handpicked to curate Topshop channels for the duration of London Fashion Week, with their content being uploaded directly to Instagram users who have not been picked can still join in on the fun by using hashtag #TopshopWindow, which will allow them to feature in the window of Topshop’s flagship store in London. The flagship, located in Oxford Circus, will display a custom designed, triple-screen installation that will highlight content tagged by Instagrammers side by side with the five chose user’s content. The installation was designed by Hellicar & Lewis, and is a one-of-a-kind digital mirror that will display a mosaic of the images.

Customers who actually happen to be in the TopShop flagship store will also have a unique experience. They will be able to rearrange and enlarge the images in the installation, as well as upload and print their favorite images in-store. Customers outside of London will be able to find looks and trends inspired by real time Facebook and Instagram trends in Topshop locations around the world. The in-store festivities will begin at 3pm on Sunday.

‘It’s such a trailblazing move to premier part of their SS15 collection on Facebook and off the runway,’ says Nicola Mendelsohn, Facebook VP EMEA. ‘It further demonstrates Topshop‘s bold use of digital to reach fashion lovers around the world and offer them a truly unique way to interact with the action from London as it happens.’

Milan Fashion Week is taking place from September 17-23, and Paris Fashion Week is right behind it- September 23- October 1. Only time will tell if fashion brands will make use of social media during these upcoming opportunities, but if they’re not, it’s certainly something worth considering.

To learn more about Topshop’s social catwalk, check out the video below.


+fashion / apparel
+london fashion week
+Social Media

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